Campaign details

Brand: FANCL
Brand owner: Fantastic Natural Cosmetics (Taiwan) Ltd
Lead agency: Inspire Advertising
Contributing agencies: Innovate Films Production Co. Ltd
Country: Taiwan
Industries: Skin care, sun protection
Media channels: Competitions & contests, Online video, Social media
Budget: Up to 500k

Executive summary

Skincare brands claim to support beauty, but most persist in using one of the greatest evils of skincare: preservatives. This was due to several reasons including cost, shelf life, and quality.

FANCL was not as well-known as many of its competitors and rarely created opportunities for brand interaction, but was on a mission to say what other brands were afraid to admit – and expose the harms of preservatives. By speaking the 'unspeakable', it succeeded in gaining consumer interest, surging volumes of click-throughs, positive reviews, and a spike in sales growth far exceeding expectations.

Market background and objectives

Competition and advantage